StrataCast, Episode 1

The time has come at StrataBlue…we’ve started a podcast!

Led by one of our social media account managers, Chelsea Tuttle, we will have a new podcast each month for you in which we interview industry experts across all digital marketing fields to give you some insider information.

For our first podcast, we decided to dive into the subject of marketing automation since we recently partnered with Marketo. According to Marketo,  marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster. IDC predicts that the overall market for automating marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015.

Marketing automation is no longer only for large businesses, but can be beneficial to businesses of all sizes to help lead generation, segmentation, lead nurturing and lead scoring, relationship marketing, cross-sell and up-sell, customer retention and marketing ROI measurement. Find out why we at StrataBlue believe in the power of marketing automation for your business in our podcast below, and check back next month for the next installment!

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How Can Marketing Automation Help Your Business?

Getting clicks and impressions on your online content has value, especially when it earns leads. But the bottom line for all businesses is the revenue.

Your business (hopefully) has a social media presence and you send out a weekly email newsletter. Your marketing department stays on top of current trends and brainstorms creative ways to get your message conveyed. You have eye-catching landing pages put in place and your website clicks are increasing. You have assembled the best sales team possibly, but you can’t seem to put your finger on what’s working and what’s not. This is a gap that most marketers don’t know how to fill: how do you tie together all of your efforts to increase revenue?

78% of high-performing marketers indicate that marketing automation systems are partly responsible for improving revenue contribution. Also, 25% of all B2B Fortune 500 companies are already using marketing automation!

So what exactly is marketing automation? If you don’t know, you’re not alone. 44% of B2B buyers do not know what marketing automation is. Marketing automation is a technology that helps move leads from the top of the marketing funnel to becoming a sale at the bottom. This uses a range of information, incorporating both inbound (such as social media) and outbound (such as email) functionality in addition to CRM integration to streamline, automate and measure your marketing efforts. In turn, this will help increase your efficiency and boost your revenue.

Here are some of the key benefits of marketing automation:

  • ROI. One of the most important features of marketing automation is tracking your results. Find out what’s working and what’s not so that you can change your process to help generate more revenue. You can also assign a score to your leads to track your progress through the sales funnel so that you know what’s most important and pressing.
  • Customer Retention. Marketing automation lets you understand your customers’ behavior, allowing you to reach them in a customized manner at different points in the sales process. This also creates customers loyalty and facilitates a long-lasting relationship.
  • Cross Selling. When you know the characteristics, behaviors and actions of your customers, you’ll know how to cross-promote. If you customers likes Product A, they’ll love Product B but hate Product C. This will help turn a customer from a one-time buyer to a devoted fan.
  • Cost Reduction. Cut the amount of time you spend on marketing by automating tasks such as email. Marketing automation provides 70% shorter sales cycles and 54% improvement in sales quota achievement. Think of all the time and resources you could save!
  • Lead Nurturing. One study says that 84% of qualified leads aren’t ready to buy. Instead of cold calling, find out exactly when to nurture leads for a sale. You’ll be able to get in front of your customers when they have the intent of buying instead of blindly marketing to them. Not only that, but you’ll know what your potential lead wants, needs and cares about in advance.

Marketing automation isn’t just for large corporations any more; many small and medium businsses are using this software to help improve their marketing strategy. If you’re ready to make the leap instead of being left in the dust, contact us!